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Marketing Co-Ops Overview & Guidelines

- Co-Op participation is open to all members, both providers and clients.


NYSTIA Co-Ops are developed to provide a member benefit that addresses the objectives of both the destination marketer and the Co-Op solution provider (both must be members). It is essential in this process that the members articulate their goals/objectives/needs. It is also essential that the Co-Op provider clearly address how their product or service will successfully meet those needs and how that success will be documented (e.g. outcomes that are measurable, quantifiable, etc).

Co-Ops are developed to enable NYSTIA members to:

  • Enjoy a preferred relationship with the Co-Op partner superior to what they would enjoy outside of the NYSTIA partnership.
  • Take advantage of the collective voice and purchasing power of the NYSTIA partners by
    • Aggregating campaign voice,
    • Creating larger, unified messaging impact and/or
    • Enhancing the strategic value of a Co-Op program or resource through broader participation than would otherwise occur.
  • Co-Op relationships are typically (not always) managed by the NYSTIA staff:
    • Members contract for Co-Op participation through NYSTIA.
    • NYSTIA contracts with the Co-Op provider for fulfillment.
    • NYSTIA works with the Co-Op provider to coordinate NYSTIA deadlines and specs for each program.
    • NYSTIA provides creative support as appropriate, and in those cases will also manage ILNY brand guidelines/approval.
    • NYSTIA manages member invoicing and pays the Co-Op provider.
  • Co-Op pricing should meet the following criteria:
    • NYSTIA members should receive a preferred rate through the Co-Op that is superior to the rate they would receive individually. This criteria can also be met by providing a “value-add" component that increases the value to the NYSTIA member.
    • The preferred rate must include an allocation or similar revenue provision that enables NYSTIA to meet its administrative and direct costs associated with the program.
  • Co-Op programs can be dynamic over the course of the program year in order to offer NYSTIA members the best possible opportunities, programs and pricing.
    • New products and services may be added.
    • Existing programs can be adjusted or dropped, provided NYSTIA members already involved are not disadvantaged in the process.